Sweden: pay-TV and streaming video forecast 2024–2030

08 August 2025 | Research

Forecast report | PPTX and PDF (3 slides); Excel | Video, Gaming and Entertainment

"Operators in Sweden will maintain their strong presence in the pay-TV and streaming video space throughout the forecast period."

IP-based services will account for all future growth in the Swedish pay-TV market, but the market is near-saturated. We expect that IP-based solutions will account for 74% of RGUs and 84% of spend by 2030.

This report provides detailed 5-year forecasts for the adoption of pay-TV and streaming video services in Sweden. It includes data on key metrics, describes key market developments and analyses operators’ strategies.

Geographical coverage and key metrics

Geographical coverage

Key metrics

Country modelled

Sweden

Companies discussed in this report

Tele2/ComHem
Telenor
Telia
Viaplay/Allente

Revenue generating units (RGUs)
Retail revenue (spend)
Average retail revenue per RGU (ARPU)

Pay TV is split by the following access technologies:

cable (CATV)
pay digital terrestrial TV (DTT)
satellite (DTH)
operator streaming video
third-party streaming

Streaming video is split as follows:

RGU and households
Retail revenue

operator direct-to-consumer (D2C)
third-party via operator sales channels
third-party D2C

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